Santander UK Says: "It’s not Who You know, but Who you don’t know yet" in Integrated Campaign

Jun. 01, 2023

House 337 is launching a campaign for Santander UK’s Corporate & Commercial Banking arm which highlights the bank’s expertise in connecting high growth businesses to the right partners. 

London-based creative collective House 337 was tasked with developing the first TV-led campaign for Santander UK’s Corporate & Commercial Banking arm and to promote its role in helping businesses expand into new markets overseas and in the UK.

In the TV spot, actor Brian Cox narrates a series of "sliding doors" moments, where potential business partners narrowly miss meeting each other and lose out on significant business opportunities. Cox adds good-humoured gravitas to the campaign. The ad highlights the role of Santander UK’s Corporate & Commercial Banking division in helping businesses expand by building their networks. 

The key insight for the campaign came from research into the barriers faced by businesses looking to expand abroad. Costs and financial know-how aren’t the main factors holding them back - rather, it is a lack of access to the all-important people and organisations they need to know.

With experienced, local relationship teams Santander UK Corporate & Commercial Banking goes beyond traditional banking services by offering businesses access to the contacts and knowledge needed to achieve their international  growth ambitions.

The campaign flips the adage that ‘business is all about who you know’ to show that it is the people you don’t yet know who could be the key to success.  

The TV spot was directed by Oscar-winning director Tom Hooper known for directing The King’s Speech and Les Misérables and produced by Smuggler.

Breaking on 3rd June, the TV spot will be supported by out-of-home (OOH), press, social, digital display and in-branch assets. OOH activity, which also breaks on 5th June, includes large and small format digital sites across travel networks and shopping centres. It will include the Cromination site on London's Cromwell Road – one of Europe's longest digital OOH sites. Print ads will launch in The Sunday Times on 4th June, rolling out across the broadsheets and city press over the following week. Cutdowns from the TV execution will also run on social media platforms.

In non-broadcast, the campaign is linked by the Santander UK business card featured in the TV spot. The executions repeat the campaign message that Santander UK can help you achieve your business goals, wherever you are on the journey, by unlocking the right networks and inspiring confidence. This is supported by the closing message: ‘We connect you to the networks you need. Santander UK Corporate & Commercial Banking. It Starts Here.’ 

Dan Sherwood, Marketing Director at Santander UK, said: 

"This is the first time we have deployed television advertising to raise awareness of our Corporate & Commercial Banking business. We are delighted to have Brian Cox on board to help take the message to the nation’s businesses that Santander UK can connect them to the right partners who will help them break into new markets both in the UK and internationally."

 

Brian Cox said: 

"As soon as I saw the script, I was intrigued by the sliding doors moments and cinematic ambition. This is an ad that’s captivating and visually engaging while also being charming and intriguing. On set it was great to work with the director Tom Hooper to bring to life his vision for Santander UK Corporate & Commercial Banking."

 

Jo Moore, Executive Creative Director at House 337, added:

"The first ever assignment for Santander Corporate & Commercial Banking and what an amazing, enjoyable challenge. We were tasked with telling the business world about Santander UK’s extensive network of business connections - so who better to tell that story than the brilliant Brian Cox? The script flipped the old adage ‘it’s about the people you know’, letting us demonstrate Santander UK’s true point of difference. That, combined with the gravitas of Brian’s delivery and Tom ‘The King’s Speech’ Hooper’s storytelling, allowed us to create an advert that is very different to the rest of the market."